Mode of Transport: Tesla Drives Into Nordstrom at the Grove; Cadillac House Opens in New York
Car companies cozy up to the fashion world.
If you've got $80,000 to spend, here's your chance: Tesla is giving Nordstrom shoppers at the Grove a taste of its sleek, new Model X SUV.
On Saturday, the car company, co-founded by Elon Musk, opened a 400-square-foot gallery in the men's department on the first floor of Nordstrom, not far from the Converse sneakers and Ted Baker floral shirts. This marks the first time Tesla has collaborated with a department store to showcase its offerings.
Much like its other galleries, which are typically opened at malls, this one doesn't sell vehicles. Instead it offers interested buyers the chance to check out different interiors and trim options, as well as the opportunity to test drive the car with a Tesla employee (presumably not through the makeup and fragrance department though).
The gallery is expected to open through the end of the year, and could potentially stay open for longer depending on customer response.
On the opposite coast, Cadillac recently opened its "Cadillac House," which will serve as a venue for rotating events including car exhibitions and collaborative programs with organizations such as art and culture magazine Visionaire and the Council of Fashion Designers of America (CFDA).
The 12,000-square-foot space, located on the ground floor of the company’s global HQ (330 Hudson Street) in New York City, will be home to the Retail Lab, an initiative by Cadillac and CFDA that allows designers to temporarily set up shop. The first designer to kick off the program will be Timo Weiland, who will sell his men's and women's collection in early July. The application process for the Retail Lab ended in May.
It's not unusual for car companies to tap into the fashion world in an effort to reach a new customer demographic.
Before Lexus became the new auto sponsor for New York Fashion Week, Mercedes-Benz served as the title sponsor until it dropped out in January 2015. Last season, Lexus introduced the fourth installment of its Design Disrupted program and worked with Opening Ceremony's Humberto Leon and Carol Lim to create a spectacle of a (space) show.